the consumer is king (or queen)

Digitally empowered consumers have taken control of the conversation. Jingle-filled TV commercials have been replaced by like-minded bloggers ready to flatten a less than perfect product like a left hook from Henry Cooper. You can bombard people all you like, but if you don't give them what they want, when they want it, you will be little more than radio static.

If you want to be one of the brands that people are shouting about rather than turning their back on, you need to do more than just communicate. You need to cut through, to excite, to reward, and to show them why they should care.